Stand Out In The Inbox: Best Practices For Unleashing Your Potential

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1 Stand Out In The Inbox: Best Practices For Unleashing Your Potential Jason Lillie Solution Architect Radius Howard Sewell President Spear Marketing Group

2 Housekeeping AUDIO CHECK Use the chat window if you can t hear or we cut out! RECORDING & SLIDES Both will be sent within 24 hrs post-webinar! QUESTIONS Use the chat the ask Jason & Howard questions during the presentation!

3 Today s Agenda Introductions Setting the stage Creating the campaign plan creative deliverability Measuring performance Key takeaways Q&A

4 About Radius GTM Insights Segmentation & Targeting Inform Territories Data Diagnostics View TAM Build ICP

5 5 RADIUS INTELLIGENCE. ALL RIGHTS RESERVED.

6 About Spear Marketing Group Full-service demand generation agency helping B2B companies generate, nurture and convert sales leads to revenue Specialists in lead generation, lead nurturing, and lead lifecycle marketing Headquartered in Silicon Valley 50+ clients nationwide, mostly in B2B technology

7 Setting the Stage

8 Business users expected to send and receive an average of 140 messages per day by 2018.

9 Set Your s Apart Personalized messaging Relevant segments Using fresh lists Sending at the right time Segmented and targeted s generate 58% of all revenue The Direct Marketing Association (UK), 2015

10 Campaign Plan

11 Use a Multichannel Strategy Our most successful customers deploy targeted, measurable campaigns with the right message to the ideal audience using a multi-channel approach Tele-Prospecting Social Advertising Direct Mail Calls & voic s with tailored scripts increases conversion rates by 10x Verified s and personalization increase opens 30% & CTR 80%, and 95% deliverability Deploying social ads to look-alike prospects reduces CAC from $150 to $40 Customized creative with social data increases response rates by 200%

12 Outbound Use Cases Sales Prospecting Nurturing Blasts Outbound sales team sending individual or small group s to target accounts Delivered via company client , Yesware, ToutApp, Outreach Sent from personal Integrated with larger program Companies with large databases of early-stage/unengaged prospects Delivered via multi-touch campaigns in marketing automation Typically marketing controlled s focused on soft offers Customize offers and copy with traits of the audience segment Very customized outreached for soft offers only for net-new leads Not recommended in mass quantities Sent via marketing automation delivered via marketing automation Use limited HTML

13 Creating the Campaign Plan 1. Define your goals and approach 2. Discover your ideal audience segments 3. Build your campaign engagement plan 4. Personalize your campaign 5. Measure KPIs 6. Optimize subsequent campaigns from learnings

14 Customer Workflow Build targeted segment with Insights in Radius, balancing net new and success rate Utilize Radius to define campaign-specific signals Build creative using segment insights from Radius

15 Customer Results +200% increase in cold open rate +300% increase in response rate The numbers: Deliverability: 96.5% Open rate: 30.2% CTR: 3.4% Download rate: 1.6%

16 Creative

17 Key Principles for Creative 1 What, Why, How 2 Sell the Offer, Not the Product 3 No Longer than Absolutely Necessary

18 BounceExchange What, Why, How GTM Insights Segmentation & Targeting Inform Territories Data Diagnostics View TAM Build ICP Image of the Offer What You ll Learn Only 53 words!

19 Insightpool Pre-header copy GTM Insights Segmentation & Targeting Inform Territories Data Diagnostics View TAM Build ICP Headline as image No offer Read more

20

21 IBM Commerce Headline as image GTM Insights Segmentation & Targeting Inform Territories Data Diagnostics View TAM Build ICP Offer up front Really long set-up paragraph Too much text; no bullets No text link CTAs

22 Acquia Offer and CTA up front GTM Insights Segmentation & Targeting Inform Territories Data Diagnostics View TAM Build ICP Headline is topic, not benefit Short set-up paragraph 2 CTA buttons, 1 text link Bulleted benefits Needs an offer image Footer is designed much wider than the body section

23 Timetrade No idea what the offer is GTM Insights Segmentation & Targeting Inform Territories Data Diagnostics View TAM Build ICP Headline seems to refer to the document below No offer benefits 3 different CTAs (4 if you include the social buttons)

24 Best Practices Shorter isn t always better, but avoid redundancy Think mobile-friendly (e.g. CTA buttons, alignment, pre-header copy) Repeat your CTA multiple times, in button and text (link) form Make your offer and CTA clear, specific, and concrete Test, test, test 53% of s are opened on mobile devices. Campaign Monitor

25 Mistakes to Avoid Selling the product, not the offer Taking too much time to set up the offer No Learn More! (Make your CTA offer-specific) Require scrolling before the CTA

26 Deliverability

27 Deliverability is a way to measure the success at which an marketer gets a campaign into subscribers' inboxes. According to estimates, there are over 180 billion spam messages sent every day.

28 Domain Reputation Content IP Reputation Sender Reputation From Name & Subject Line List Freshness Brand Consistency

29 IP Address Every send has an IP address associated with it, and every IP address has its own sender reputation. Shared IP Addresses Multiple companies use the same IP address to send their s Other senders bad practices impact your sender reputation Private IP Addresses Dedicated IP address that belongs to a single organization Better for controlling your IP reputation

30 Dedicated IP Ramping For the first 5 days, from your dedicated IP, stay under these limits (total messages/day): 50,000 Total (all domains) 10,000 4,000 10,000

31 Spam Filters & Spam Traps Filters evaluate: source Reputation of sender content Avoid spam traps: Use double-opt in Validate new addresses Deactivate bounced addresses Manage your inactive subscribers

32 Hard vs Soft Bounces A hard bounce is an that couldn't be delivered for permanent reasons. Fake addresses recipient's servers won t accept s Action: All of these addresses should be removed from your list. A soft bounce is an that couldn't be delivered because of temporary reasons. Recipient's inbox is full File is too large Action: Keep an eye on these addresses, and remove if they continue to be an issue.

33 CAN-SPAM Requirements 1. Accurately identify the sender in the header information. 2. Use a subject line that accurately represents the content of the Identify the message as an advertisement, unless you have express consent (opt-in) from the subscriber. 4. Include your physical mailing address. 5. Provide a mechanism to opt out. You cannot require a subscriber to log in or visit more than a single page to unsubscribe. 6. Honor opt-out requests promptly. You must process an unsubscribe request within 10 days, and your unsubscribe mechanism must be operational for at least 30 days after the mailing.

34 Mistakes to Avoid Not using a familiar from name Not using a real reply-to address Sending to a stale list Using unclear or spam flagging subject lines Confusing transactional s with marketing Not knowing your audience Ignoring your campaign reports Sending s with too many images

35 Measure Performance

36 Know what you re measuring Deliverability Response ROI Deliverability rate Bounce rate Unsubscribe rate Forwards and opt-ins Open rate Click-through rate Conversion rate Form completion Abandonment rate Frequency analysis Delivery offer pair analysis Cost per inquiry

37 Always A/B Test! Determine the variable to test (CTA, Subject line, body text, images, specific offer) Only test one variable at a time for best results Define success (open rate, CTR, conversion rate from visiting website) Use tools that will help you run A/B testing Always test simultaneously to reduce the chance your results will be skewed by timebased factors Test as large a sample as you can Listen the empirical data collected, not your gut instinct Test early and test often for the best results

38 Additional Resources

39 Additional Resources Jason Lillie Predictive Playbook: How to Master the Inbox With Better Outbound Blog: 3 s That Will Actually Improve With Predictive Blog: How To Boost Outbound Performance With Predictive Howard J. Sewell howard@spearmarketing.com White Paper: Top 10 B2B Marketing Mistakes Infographic: 29 Tips to Improve B2B Campaign Performance Infographic: 10 Commandments of Copywriting

40 Q&A

41 Thank you!

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